The warm glow of a new arrival is at the heart of Rangemaster’s first television advertising campaign.

The humorous spot, created by Mr President as part of an integrated campaign supported by The Specialist Works, made its debut during The Great British Bake Off on Channel 4.

The advertising campaign features a number of family members appearing at a couple’s doorstep to meet the new arrival in the family. While you might assume they are excited to meet the couple’s new baby, they are in fact more interested in admiring their new Rangemaster range cooker. The TVC was directed by Ric Cantor through Epoch UK x Knucklehead.

The campaign includes TV spots, print and digital activity and seeks to land Rangemaster’s enduring prominence within family life with the new brand idea: “Part of the family since 1830”.  

The strategy is designed to align the brand with a desire to embrace the ‘bigger life’ that comes with having a young family. The approach was defined by Mr. President and the Rangemaster team.

The campaign is rooted in research that identified the pride that comes with having the perfect family cooker and how much reliance families place on their Rangemaster. 

Dominic Worsley, Group Managing Director at AGA Rangemaster, explained: “We are excited to share this next chapter in Rangemaster’s 195-year history with consumers, confident that it captures the spirit of Rangemaster and the joy, quality and heritage these British Originals bring to kitchens across the UK”.

Claire Hynes, CEO of Mr. President, added: “Rangemaster is an icon of British craftsmanship and performance, rich with emotional associations of food, home and heritage. It’s a dream brand to work on and we’re thrilled to be part of its revitalisation.”

The perfect blend of heritage, humour and hard data makes this campaign a surefire hit.